Revenues Expected to Increase Significantly in 2007 Through Association With Leading Hip-Hop Artists

NEW YORK, NY -- (MARKET WIRE) -- January 30, 2007 -- Straight Up Brands, Inc. (PINKSHEETS: STRU)
(the "Company") http://www.straightupbrands.com/, an emerging developer and
international marketer of premium branded spirits headquartered in New
York, announced today that it expects its recently acquired subsidiary,
Rappin Brands, to increase their revenues significantly in 2007 as their
brands reach more markets and the Company's other products are introduced
to the Company's distribution network.

The Straight Up marketing program will significantly increase consumer
awareness of all of the subsidiary's brands. In addition to Sizzurp,
Rappin Brands owns Lucky Nites with Lil' Flip and Triple Coconut Rum with
M.O.P. Straight Up expects to begin the rollout of Lucky Nites in early
2007 followed by Triple Coconut Rum later in the year. Straight Up will
actively market all three brands though distribution of the products
through the traditional distribution channels that Straight Up has
developed for its other products, and through the promotion of the brands
by leading hip-hop artists, promotions in their recordings being released
in the near future, and the sponsoring of concert tours by such artists.

Paul Davis, President of Maison Jomere and the importer of Sizzurp for the
last year, said, "We view Straight Up as an outstanding partner going
forward. We have seen the growth that other brands have experienced after
they have joined forces with Straight Up, and I am excited about the future
because we will certainly be able to expand our distribution and sales.
This new association with Straight Up Brands is an excellent fit, given our
common focus on high-quality premium spirits, and we look forward to
working together to raise the visibility of these brands on a global
basis."

David McCallen, CEO of Straight Up Brands, commented: "At the moment sales
in 8 states represent 85% of the volume in Sizzurp, which sold about 7,500
cases or approximately $1,000,000 in 2006. We are fortunate to acquire a
truly underground hit that is virtually selling on its own, with no
marketing, and we feel that by adding our marketing team to the product as
well as expanding into other states and overseas, we can significantly grow
revenues in 2007 and beyond. Considering these results and our plans to
establish Sizzurp and Lucky Nights in many major markets, and supporting
them with artist tours and marketing dollars, I feel quite confident
Sizzurp sales will more than double this year and Lucky Nites will achieve
immediate acceptance and profitability. In addition, this is a global
business as evidenced by the excitement generated and the results Sizzurp
has already achieved with our new distributor in the U.K. I see
tremendous growth potential in the European Market, and expect to announce
a number of additional countries in which we will be distributing our
products within the first 6 months of 2007. The power and reach of our
hip-hop artists and their networks around the world has been an untapped
resource that we will begin to harness going forward."

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Straight Up Brands, Inc. develops, produces, and markets branded wine and
alcoholic beverages through collaborations with artists, DJs and other
influential celebrities. The Company's premium branded products are within
three growing categories of the spirits industry: wine, vodka and
liqueurs/cordials. The Company's first product brought to market is Bracco
Wine; with the acquisition of Rappin Brands, it now has Sizzurp in
distribution and it will begin the distribution of Lucky Nites in selected
markets in the first quarter of 2007. Future products include Foxy Brown's
sparkling wine, Storm Vodka with DJ Clue, MoMo Mojito with Ja Rule, and
Triple Coconut Rum with MOP. The Company anticipates adding to these
product lines with additional celebrity endorsements throughout 2007.
Leveraging the marketing power of artists combined with the current growth
and solid profit margins in the spirits industry, the Company is well
positioned for strong revenue growth, earnings and success.

FORWARD-LOOKING STATEMENTS

Statements about Straight Up Brands, Inc.'s expectations, including future
revenues and earnings, and all other statements in this press release other
than historical facts are "forward-looking statements" within the meaning
of section 27A of the Securities Act of 1933, Section 21E of the Securities
Exchange Act of 1934, and as the term is defined in the Private Litigation
Reform Act of 1995. Straight Up's actual results could differ materially
from expected results. Straight Up undertakes no obligation to update
forward-looking statements to reflect subsequently occurring events or
circumstances. Should events occur which materially affect any comments
made within this press release; Straight Up will appropriately inform the
public.